MRI Upgrades Issue Specific Readership Study

Measurement firm Mediamark Research & Intelligence has beefed up its Issue Specific Readership Study, which has been criticized as providing too little demographic detail about magazine readers and having too small a sample size to be useful in media planning.

MRI announced that it has broken out its readership data by three age groups (18-34, 35-54 and 55 plus). Previously, the data were broken out by gender only. Additional breaks, by income and education, are set for release in August. MRI also plans to double the sample size, now 2,500 adults surveyed on a weekly basis, by year

Measurement firm Mediamark Research & Intelligence has beefed up its Issue Specific Readership Study, which has been criticized as providing too little demographic detail about magazine readers and having too small a sample size to be useful in media planning.

MRI announced that it has broken out its readership data by three age groups (18-34, 35-54 and 55 plus). Previously, the data were broken out by gender only. Additional breaks, by income and education, are set for release in August. MRI also plans to double the sample size, now 2,500 adults surveyed on a weekly basis, by year